Anticipation marketing: Understanding buzz for Generation Now
Ellen Baron, Kristin Hickey and Paul Merrell
Anticipation marketing is defined as the phenomenon by which extraordinary levels of consumer anticipation are achieved prior to, upon or after launch of a product, service, brand or experience, in a way that generates levels of consumer demand that well exceed market norms.
Anticipation marketing: Understanding buzz for Generation Now
Ellen Baron, Kristin Hickey and Paul Merrellruby cha cha, Australia
INTRODUCTION
On a cool winters' evening in Sydney 2008, something fascinating took place. Men and women in high-powered suits,...
